Analyzing the business perspective in the current scenario is a mandatory task for the academic and business world, including organizational processes in companies and challenges for leaders of organizations in many areas. Through the Delphi Method, seven experts, from different parts of the world, were interviewed to obtain information on their perspectives on the future of the gastronomic business in the face of the crisis caused by COVID-19. Using the Theory of Punctuated Equilibrium to explain the unforeseen transformations in customer demands and the sharp changes in consumer behavior, it is sought to reach a consensus on how the recession phase in which the economy will find itself, the increase in digital services and changes in consumer habits will impact restaurant SMEs. Concluding that, the restaurant industry has an encouraging outlook as long as they develop innovative products and open up to other markets

The study of digital marketing responds to technology changes as part of the digital economy. However, there is little scientific research of this subject in Mexican SMEs. This exploratory research aims to support the Mexican context knowledge through the observation to websites of SMEs with digital trust seal. The digital resources used as part of the marketing mix that can be observed externally in the websites were analyzed. The results showed that the most used resources were social networks, e-mail, those related to navigation ease and the variety of payment options. Nevertheless, other digital resources were underutilized. It was observed, in the SMEs studied, little attention in offering additional benefits and services to the product and low use of resources related to customer service. Despite showing a high interest in social networks, a quarter of the firms with a Facebook page did not give maintenance to it. It is concluded that Mexican SMEs are still at a basic stage in the use of digital resources in the marketing mix and that the marketing mix model is useful to observe the digital resources, but that some resources may belong to more than one element of the mix.

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Los stakeholders de la industria hotelera: una clasificación a partir de sus intereses RESUMEN Esta investigación tiene como fin clasificar a los stakeholders de la industria hotelera que pueden influir en las decisiones organizacionales, en particular, en su responsabilidad ambiental. La clasificación se realiza a partir de los vínculos, los atributos, la preocupación ambiental y la influencia sobre la gestión ambiental de los hoteles. Se utilizó el sistema de Rawlins (2006) y el modelo de atributos y prominencia de Mitchell, Agle y Wood (1997). El estudio posibilita el reconocimiento de los grupos de interés que poseen un alto grado de influencia en materia ambiental, de acuerdo con las características de cada establecimiento hotelero y, una vez establecidos, contribuye a tratar de evitar la ejecución de acciones que puedan agravar la actual crisis ambiental. ABSTRACTThe purpose of this research is to classify the stakeholders of the hotel industry that, in fact, can influence organizational decisions, in particular, concerning their environmental responsibility. The classification was based on the ties, attributes, environmental concern and influence on the hotel environmental management. The paper uses the Rawlins (2006) system and the attributes and prominence model of Mitchell, Agle y Wood (1997). The study facilitates recognition of stakeholders that exert a high level of influence on environmental matters in accordance with the characteristics of each hotel and, thus, once they are established, help to prevent actions that might increase aggravation of the present environmental crisis.

Es Doctora en Ciencias Económico Administrativas por la Universidad Autónoma del Estado de México (UAEMéx). Profesora investigadora de tiempo completo en la Facultad de Contaduría y Administración de la UAEMéx, iniciadora de la Red Nacional de Estudios Económico Administrativos. Líneas de investigación: competitividad, educación superior y capital intelectual. Últimas publicaciones, en coautoría: “El valor explicativo del turismo sobre las actividades con mayor contribución en el crecimiento económico de los municipios del Estado de México”, El Periplo Sustentable, 17 (33), Universidad Autónoma del Estado de México, Toluca, México (en prensa); “La interdisciplinariedad económico-administrativa en la conformación de una comunidad científica y la formación de investigadores”, Revista de la Educación Superior, 45 (177), ANUIES, Ciudad de México, México, pp. 43-65 (2016); “Los stakeholders de la industria hotelera: una clasificación a partir de sus intereses ambientales”, Revista Universidad y Empresa, 18 (30), Universidad del Rosario, Colombia, pp. 97-120 (2016); “Alternativas de gestión de capital Intelectual en las instituciones de educación superior. Una propuesta para su evaluación”, Cuadernos de Administración, 32 (55), Universidad del Valle, Colombia, pp. 47-58 (2016).